PRESS RELEASE ISSUED ON BEHALF OF I-PLAY AND SKOPOS
market insight
13th
June 2005
I-play reveals secret mobile gaming population
San Mateo, CA
& London, UK – 13th June, 2005: I-play, the mobile games
company, today revealed the scale of the mobile gaming opportunity through the
first ever five country survey on mobile gaming behaviour. One of the key
findings from the survey carried out by independent
research agency SKOPOS market insight, which interviewed over 2,500
respondents aged 12-44 across the US, UK, Italy, Spain and Germany – was that
mobile gaming is more popular amongst females than it is with males.
I-play: did you know?
Female gamers play embedded games more than their male counterparts
- 48% of all females have played a preloaded game on their mobile – compared with
- 44% of males
I-play: did you know?
Females play mobile games for longer
In the US:
- 42% of females played a single game for over 20 minutes compared to
- 27% of men
In the UK:
- 22% of females played for over 20 minutes compared to
- 15% of men
I-play: did you know?
- 69% of respondents have played a mobile game, including games embedded on handsets,but only
- 25% of mobile gamers had actually tried to download a game onto their phones,and just
- 5% have successfully downloaded a game.
“The gap between the number of people out there
already playing embedded games compared to those that have successfully
downloaded games, points to the scale of the opportunity for the mobile gaming
industry – clearly the appetite is there. Now the challenge for the industry is
to capitalise on this interest – particularly that of female gamers, by getting
them the right games whilst also simplifying the process of getting those games
into their hands,” said David Gosen, COO of I-play.
I-play’s vision of mobile gaming is simple: one-thumb gaming. This vision is
reflected in its portfolio today with titles like the quirky and highly
original ‘Skipping Stone’. The game has already been hailed by independent
sources as a title that will define the future of mobile gaming:
“The most interesting element is that you only need one button to control the
action - the very definition of pick up and play. And this is only one example
of a coming revolution in mobile game design. If developers can learn to treat
the mobile phone differently from games consoles the future is just one button
press away.” Keith Stuart, Guardian
"Skipping Stone is a genius game. It's fun; quirky and so simple your
mother could play it. In fact, she'll probably beat your high score." 10/10 Mobile Choice
Gosen continued: “By adding ‘one-thumb’ titles to our portfolio we aim to
complete the breadth and depth of our offering to consumers, so that there is
something that appeals to all existing and potential mobile gamers.”
I-play: did you know?
Women are more likely to play mobile games to kill time than men, and are more
likely to do so at home:
- 72% of females Vs 66% of males play mobile games to kill time;
- 58% of females Vs 55% of males download games while relaxing at home;
- 43% of females Vs 36% of males play mobile games at home while doing nothing.
I-play: did you know?
Simplicity of gameplay will be a key driver to growth of female gamers in the
mobile gaming market with:
- 41% of females compared to 31% of males, claim that simplicity of gameplay convinces them to download games.
I-play intends for its mobile puzzler, Jewel Quest to hit that sweet spot of
simplicity of game play.
“I-play's sparkling puzzler is one of 2005's absolute must-haves. It's
something that anybody -- casual gamer or hardcore gamer -- can really sink his
or her mind into. This is one of my favorite puzzlers for mobile as well as an
early candidate for one of the best of 2005. ”
9.1/10 IGN Wireless.com.
“I adore this game. Sometimes the simple ideas are the best and this
title certainly falls into that category. Big Blue Bubble and I-Play have come
up with a winner here and it’s a MUST HAVE for any mobile gamer.”
10/10 Thumbbandits
And with iWin’s online version of the game having a 80:20 gender split in
favour of women, its one for the ladies to watch out for.
Stay tuned for further revelations about mobile gaming behaviour from I-play!
Media Conatcts:
Annabel Brog
PR Manager, I-play
Tel: 44 2079011770
annabel.brog@iplay.com
Darren Noyce
MD, SKOPOS market insight
T: 0207 953 8359
Darren.Noyce@SKOPOS.info
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